Amazon Promotions

Amazon Promotions

Vendor Self-Service Program

promotions

Updated 2/2017

Overview of Amazon Promotions

This training covers four types of Amazon Promotions: Price Discount, Best Deal, Lightning Deal

and Promo Code.

? A Price Discount promotion allows Amazon to reduce its selling price for your products. This is

a great way to move through overstocked units, win back the buy box, and fuel demand. Price

Discount promotions are optionally merchandised by site merchandisers, the Amazon email

team, and the Amazon deals team.

? A Best Deal promotion is a type of price discount promotion that is often featured on the

deals page, one of the most visited pages on . Best Deal promotions

can be used to drive traffic to your entire catalogue, create awareness across one or several

brands, and feature products on the deals page for a longer duration than Lightning Deals.

? A Lightning Deal promotion is a type price discount promotion that is featured for several

hours as a flash sale on the deals page. Lightning Deals often display more

prominently on the deals page than Best Deals. You can only include one product per Lightning

Deal (but you can include different styles, sizes, and colors of that product).

? A Promo Code promotion gives customers a specific amount or percentage off when they

purchase eligible products. You can share promo codes with targeted customers and social

media influencers. Influencers can then share these codes with customers and customers can

redeem them on . The promotion will not be displayed on the product detail page

but there are three ways for customers to redeem the promotion: 1) a direct link to a landing

page featuring the promotional products 2) searching the exact promo code in the Amazon

search bar to find the landing page or 3) entering the code directly during check-out.

Updated 2/2017

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The Promotions Process

The typical promotion process delivers measurable results

A

You submit

Amazon

your

strives to

promotion review within

in Vendor seven days.

Central.

If approved,

Amazon

often buys

more

products to

prepare for

the

promotion.

Promotion goes

live on Amazon.

Promotion

often drives

higher

conversion,

traffic, and

sales.

Updated 2/2017

3

Why Run A Promotion?

? Marketing placement for deals

? Promotions display as lower prices on Amazon detail pages. We often feature

Lightning Deals and Best Deals on the deals page, one of the most

visited pages on . Price Discount, Best Deal, and Lightning Deal

promotions are also often merchandised across Amazon and featured in emails

to Amazon customers.

? Help get more product orders

? Amazon often places orders to prepare for promotions. Amazon often places

larger orders when you provide higher levels of promotional funding that support

great prices for our customers.

? Use promotions to sell overstocked products

? Help avoid product returns. Proactively provide great deals to customers to

motivate Amazon to start ordering again and to lower the chance of an Amazoninitiated return.

? Help increase product conversion

? Promotions are a great way to compel more visiting customers to purchase your

product. Promotions often lead to higher product conversion.

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Why Run A Promotion? cont.

? Drive customer traffic to your product

? Promoting products on social media can drive incremental traffic to your

products and generate brand awareness.

? See the halo effect

? Many products sell better after a promotion than they did before the

promotion. Promotions often make products show up higher in search

results. Promotions can boost your baseline product demand.

? Win the buy box

? Are you losing the buy box ? Setting up a price discount promotion helps

Amazon to lower the price and can help win the buy box.

? Keep track of your promotions

? See all promotion requests in one page in Vendor Central. Check

promotion¡¯s status at any time. Use our search functionality to easily find

specific promotions.

Updated 2/2017

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